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“BOOK THE NEW PERCENTAGE WAY” 1
We Sincerely Solicit Your Co-operation
Because you have found Screen Opinions’ service of much value to your business, we ask you to pass the good word along to other friends who need our service.
During the Fall season we hope, through your influence, to add many new names to our list of readers.
May We Coaat on You?
'xmuiisziiiznzi:
Percentage Figure Values
Masterful [Class A-a]— 100%
Superior [Class A-b]— 95%
Excellent [Class A-c]— 90%
Very Good [Class A ] — 80%
Good [Class B 1— 65%
Average [Class C J — 50%
Fair [Class D ]— 40%
Poor [Class E ]— 25%
Every picture reviewed in SCREEN OPINIONS is analyzed according to definite standards before arriving at positive percentage value. The independent summary in “Our Opinion” is submitted to you for final judgment, because in all cases you must have the last word when it comes to selecting the pictures. A thorough reading of “Our Opinion” will give a clearer idea of the nature of the picture, so that you may be better able to judge its money-making possibilities for you, its entertainment value and suitability for your patronage.
“MIDNIGHT ALARM”— [Class A-c] 90%
(Adapted from play of same name)
Story: — Experience of Girl Trapped in Safe by Swindler Who Dies in Fire from Which She Is Rescued
VALUE
Photography — Very good— Steve Smith. TYPE OF PICTURE— Sensational. Moral Standard — Average.
Story — Excellent — Melodrama — Family.
Cast — Excellent — With Alice Calhoun, Percy Marmont, Cullen Landis and Joseph Kilgour.
Author — Excellent — J. W. Harkins, Jr. Direction — Excellent — David Smith.
Adaptation — Excellent— C. Graham Baker. Technique — Excellent.
Spiritual Influence — Average.
CAST
Sparkle... Alice Calhoun
Captain Harry Westmore Percy Marmont
Chaser Cullen Landis
Silas Carringford Joseph Kilgour
Aggie. Maxine Elliott Hicks
Tilwell George Pierce
Mrs. Tilwell Kittie Bradbury
Springer J. Gunnis Davis
Mrs. Thornton Alice Calhoun
Susan Jean Carpenter
Mrs. Berg May Foster
B'h Fred Behrie
September 1 to 15, 1923.
Producer— Albert E. Smith Footage— 6,900 ft. Distributor— Vitagraph
Our Opinion
MORAL O’THE PICTURE— None
Thrilling Fire Spectacle in Natural Colors— Splendid Cast— Alice Calhoun in Double Role
. ir^n asLsociation °f ideas should work wonders for a production that is in -A* gA, ’ f,?r there wil1 be many in the audiences destined to see “The Midnight Alarm who will have come because of recollection of the famous stage melodrama from which the picture is taken. Alice Calhoun is seen to advantage in this production, playing the role of the girl, Sparkle, and also that of Mrs.
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